NHL ads causing controversy

Story Here. The NHL's new advertising campaign, "my NHL" is causing a stir among women's rights activists.

The first spot, titled "It's Time," shows a player (an actor, not an NHL player) in a locker room, surrounded by candles and accompanied by a woman who ceremoniously helps him don his hockey garb. The ads feature quotes from Sun Tzu's "The Art of War" along with dramatic camera work and music reminiscent of the film "Braveheart."

Burk told The Canadian Press that the ad is "offensive on many levels."

"The woman is dressed provocatively and when she asks the player if he's ready, it's a double-entendre in my view," Burk told The CP. "She's in the ad as a groomer, a sex object.

"The commercial is clearly selling sex and violence and the last image in that commercial is a young boy watching this, so he's clearly the customer they're after, or it's a misguided attempt to draw in families."

Well, I wouldn't say that exactly. While I think the direct comparison between athletes and soldiers is inaccurate and somewhat stupid, I don't think the commercial markets violence, unless you think hockey is naturally violent (and there are those aspects that turn off many viewers). As for the sex, I think modern advertising is so inundated with it that we've become somewhat desensitized. Yes, the woman in the commercial was wearing revealing clothing, but to me, that wasn't the focus of the commercial. She also mentions a double-entendre that I would only pick out if I were looking for it. To me, "Are you ready?" fits more with the ill-conceived comparison of hockey with war, not with any sexual reference. Plus, Burk could pick any one of a million advertisements that objectify women in a more overt or demeaning fashion. Just look any body care product aimed at men (case in point: Axe body wash commercials with the "how dirty boys get clean" slogan). My suggestion to her: Stick to fighting Augusta, where your case will draw my sympathy.

If anything, I don't think the ads will work. Half of what's wrong with the NHL's popularity is characterized by the slogan "my NHL." That's the problem, a lot of hardcore fans (many of them Canadian, but also some from original six cities like Detroit, Chicago, or Boston) have this selfish "it's my game" mentality. These are the people that rag on Atlanta, Nashville, and Carolina for having NHL franchises, and bash Colorado fans for getting a good team from the start. We'll see how this new ad campaign changes this image.

One thing is certain though, the only thing that will save the NHL is the product on the ice.